After a meeting at the Facebook offices in Austin, Anton shares a Facebook campaign that everyone running an eCommerce store should create ASAP.
Good morning, everybody. Anton here, again, and welcome to another episode of the eCommerce Lifestyle podcast. Once again, coming to you from the car. It seems like whenever I am back in Austin, in Texas where I am living now, I do these podcasts much more consistently. And the reason is, I have about eight to 10 minutes of a drive to the office every day, and it's the perfect dead time, or downtime where, really, have nothing else to do, so I do wanna record these and it's just a great use of the time.
So what I wanted to hop on here today and talk about was actually something that I talked about in Instagram yesterday, on Instagram Stories, and that was a meeting that I had yesterday for lunch with our Facebook rep out here in Texas. So I should mention, if you're not following on Instagram, our Drop Ship Lifestyle account, you should. So just go on Instagram, search for Drop Ship Lifestyle. And we post on the page, on the feed, whatever you call it, but the stories are where it's realtime, so I share what I'm up to realtime, what's going on in the business. And yeah, that's where yesterday I was talking about how at lunch I was going into a meeting with our Facebook rep.
So we've had Facebook reps for, I don't know, probably five years now. They usually change who they are from time to time, but the current rep we've had, been working with him for about a year. Good thing is, he's based literally down the street from where I live and from our office, so we do monthly calls to review the account, look for new opportunity, talk about beta features on Facebook, and just touch base. So that's been good. But then, every once in a while, we also meet up in person, go over to the Facebook office down here and just have that in-person, I don't know, relationship. I don't know for a better term to call it, but just, yeah, it's good every once in a while, just get lunch, check in.
And it's also cool for me, as someone who runs a very, very small company, to see what Facebook tries to do in a company like theirs. Their office here, they have multiple offices in Austin, but the one where their marketing and sales works out of is, I think it's four or five floors now in one of the buildings downtown. And the first time I went, it was one floor and it seems like every time I go they just take over another floor of the building, but it's also strange because every time I go it seems like there's no one there. So yeah, it's just ... it's weird, but it's definitely a cool place and they have really, really good food. They have three restaurants in there and they have great burritos, so I'll always go back for that.
But what I wanted to talk about is what my Facebook rep and myself talked about in our meeting, because I definitely think it's relevant, again, like yesterday's episode, for anybody that is listening to this that runs Facebook ads, and maybe even if you don't yet. This one'll be a little less technical than yesterday's episode, which went deep into some of the things that we're doing as far as campaigns and bidding strategies. But we basically discussed yesterday is a plan of [Q1 00:03:07], and looked back at last year.
And it's funny, the first thing that he actually brought up was the fact that, he sees our ad accounts, so he brought up the fact that he sees that campaign budget, CBO for short, campaign budget optimization is working really well for us. And he said, "I see a lot of other accounts that I work with who haven't made it work." And I said, "Yeah, I've heard people say that," kind of like we talked about yesterday, "I've heard people say that they've seen campaign budget optimization not work, and I know that we're just questioning right now with it." And he said, "Yeah." He said, "I looked for trends to see why it's working on some accounts and why it's not on others," so I'll share with you his takeaways. Obviously, this is assuming you have a website that converts and having ... you had good creative Facebook and whatnot.
But he said one of the big things, assuming again you have that all in place, to making it work is the way the campaigns are structured. So if you're going to try this for yourself, he said the best thing to do is to have the one campaign that you're optimized for, whatever you're optimizing for, but inside of that campaign he said it's always best to have eight or more ad sets. So don't set up a campaign budget optimization campaign where you have three ad sets in it, because that's not enough for Facebook to optimize with. I mean, technically it is. But if you really want their machine learning to be able to do its thing, have at least eight ad sets in that campaign.
Now, the next thing that he said he saw people that we're getting results, I guess, messing up with for lack of a better term is how many ads are in each ad set. So basically, what you wanna do is have three to five different ads in all of those ad sets, or more than eight ad sets inside of that campaign budget optimized campaign.
So again, if you're gonna look at this as a diagram going from the top down, you have your campaign CBO objective, campaign budget optimization. Inside, you have your ad sets, and then in those ad sets you have three to five ads. Now, here's one thing that if you're not big into Facebook ads you might not know but is very important. Those three to five ads in those eight plus ad sets, what we do and what I recommend you do is, have them be the same ads. So it doesn't mean you have to make, I don't know what's eight times five, 40, you don't have to make 40 different ads. You have to make, let's say five ads, and then you duplicate those five ads into all eight ad sets at a minimum. So it really does sound like a lot more work than it is.
So if you want one thing to try, because we talked about a lot of other stuff but most of what we talked about was very specific to my businesses and to my accounts, and I don't share that on podcasts, or just ... Some of that, I keep private. But if you want one big takeaway that I think, again, could be relevant to anybody here, and you wanna figure out how to set up your first CBO campaign, and you wanna figure out what those eight different ad sets should be, my advice to you is go into Shopify, or go into whatever platform you sell through, or go into your merchant account, whatever it is you use, look up all of your orders from 2018. So back through all of last year, export all of those orders, so however many it may be. Obviously, the more the better. But just export a list of all of them. Take the email column, so all of the emails from all of your customers, paying customers of last year. Go into your Facebook business manager, go into audiences, upload that list and just name it whatever, 2018 All Purchases.
Then, and again this is where it might get too technical if you don't do a lot of Facebook ads, but after you make that custom audience based off of that list of emails, then make ... click the button that says create new look-a-like audience. And because you're gonna have a big pool of people all of last year, I want you to make in your country. So for us, it's US, maybe you're in Australia, whatever. It doesn't matter. Make these audiences. Make US look-a-likes from one to two ... zero to one percent, one to two, two to three, three to four, four to five percent, then do five to 10 percent.
Okay, so once you do that, that's six different audiences right there. Again, these are look-a-like audiences based on all of your 2018 purchases, and that's just six audiences that you could start with.
Now, go into your Facebook campaigns. Make a campaign and call it Look-a-like 2018 Purchases, whatever. Make that campaign campaign budget optimized. And then in that campaign, make ad sets and six of your ad sets could based on those audiences that I just mentioned to you. So name one of your ad sets 1% Look-a-like 2018 Purchases. Name your next ad set 1% to 2% 2018 Purchases. Name your next ad set, what are we at, 2% to 3%, whatever, 2018 Purchases, and so on and so on.
And then, in those ad sets you'll make your three to five ads. Again, you'll duplicate them throughout them, and then figure out two more audiences you wanna put in there and let that run. That was one of the things that our Facebook rep ... we do stuff similar, but he said just do that. He recommended that yesterday. After our meeting at lunch, I just hopped on the computer real quick. I set it up for us in maybe 45 minutes total, and we're already seeing sales off of it.
So yeah, for anybody, again, that's listening to this that runs Facebook ads, I would advise you to set that up inside of your account today. Just go ahead and start it, let it run. The good news is, based on just those six audiences alone, you're looking at 10 million people plus, so not gonna get saturated anytime soon. Again, these campaigns are already profitable for us starting yesterday, so I'm assuming we have at least one or two quarters before they get saturated. So definitely do that for your own business, get it set up today, super easy to do.
And again, if you're listening to this right now and you're like, "Hey, I saw you, Antone, on YouTube and I'm still trying to figure out how to pick products to sell. I don't get this yet. I'm new to all of this," listen, this is stuff that really is advanced. This is what you do when you need to find more customers and you're looking for a way to rapidly expand. But if you are listening to this right now, you're brand new to eCommerce, you're still trying to find products, you need to know how to get suppliers, you need to know how to build a website and do all that fun stuff, then I highly recommend you do go to DropshipLifestyle.com. That's where you can find my courses that have been voted Best eCommerce Course by Shopify, that have, literally, success stories from all around the world, and that'll get you started with drop shipping profitably.
So go to DropshipLifestyle.com, click on, what does it say, enroll, click on enroll if you're just getting started. And if you're gonna put this into effect already, you're already up and running and profitable, I would love to hear your feedback on this episode. So if you wanna leave me a note, just hop on over to EcommerceLifestyle.com, click on episodes and, yeah, just ping me over there.
So thanks for listening, everybody. I'm at the office. I've been in the parking lot for two minutes already, so I'm gonna go in, start the day and I will talk to all soon. See you, everybody.
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